Bonnard-Bidault, affichage et distribution d’imprimés 1836 - 1932

This advertisement for Bonnard-Bidault, a printing and distribution company, features a winged figure sounding a trumpet, created by Jules Chéret. The figure, a modern-day muse or angel, echoes ancient representations of fame and announcement. The trumpet, a symbol of proclamation, stretches back to classical antiquity. It's akin to the Roman goddess Fama, who spread news, both true and false, throughout the world, often depicted with wings and a trumpet, much like the angel here. The symbol of the trumpet has evolved from signaling triumph and religious events to advertising. The advertisement uses the trumpet and winged figure to evoke an emotional response, associating the company with speed and reliability. We see the cyclical recurrence and transformation of symbols, their inherent psychological power, and the continuous reformulation of their meaning across time.